STEFFI WERNERBRAND & TRANSFORMATION STRATEGIST
Light, clear forms and new perspectives in minimalist architecture
INDEPENDENT THINKING. MEANINGFUL CHANGE.

Brands with meaning.Change with impact.

I develop brands that can do more than communicate. They create orientation, shape culture and make change possible.

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STEFFI WERNER · BRAND & TRANSFORMATION STRATEGISTDISCOVER NEW PERSPECTIVES
BRAND STRATEGYCULTURETRANSFORMATIONEXECUTION25+ YEARS OF EXPERIENCE
01 / MY PERSPECTIVE

Strategy is only
the beginning.

A good strategy creates clarity. It only unfolds its real strength when it reaches people, shapes decisions and takes effect in practice.

I connect strategic thinking, brand psychology, creativity and execution. So that demanding challenges turn into clear perspectives and tangible results.

STRATEGIC CLARITY. CREATIVE THINKING. REAL-WORLD IMPACT.
02 / EXPERTISE

Connecting what matters.

My expertise
01

Brand Strategy & Identity

Positioning, brand identity, brand architecture and brand experience.

02

Transformation & Brand Culture

Brand-driven change, culture, attitude and leadership communication.

03

Strategic Leadership & Execution

Strategic project leadership, integrated execution and brand launches.

04

AI & Future-Ready Brands

AI brand intelligence, AI discovery and agent-ready brand systems.

03 / MY APPROACH

From complexity to clarity.

01

Understand

Understanding people, organisations, markets and challenges.

02

Define

Sharpening identity, positioning and strategic direction.

03

Create

Translating strategy into brand-defining concepts and experiences.

04

Activate

Bringing teams, touchpoints and initiatives into execution.

05

Evolve

Reflecting on impact, learning and consistently evolving further.

04 / SELECTED WORK

Selected work.
Real challenges.

All projects

EUDI Wallet

Making digital identity a matter of trust.

Digital Identity · Public Transformation · Stakeholder Alignment

SPRIND

Making radical innovation tangible.

Brand Management · Innovation · Strategic Execution

BMW Group

Turning circular thinking into brand experience.

Sustainability · Communication Strategy · Brand Experience

Deutsche Telekom

Making technology human.

Brand Experience · Technology · Communication

onvista

Making finance more accessible.

Brand Repositioning · Corporate Identity · Storytelling

ifo Institut

Giving knowledge a clear identity.

Brand Architecture · Corporate Identity · Digital Transformation

Johnson & Johnson

Making complex healthcare communication clear.

Healthcare · Medical Communication · Stakeholder Alignment

TRACTO

From international rebranding to a clear employer proposition.

Brand Strategy · Rebranding · Employer Branding · EVP

selectry.io

Making recruiting more predictable.

Brand Strategy · Positioning · Digital Brand

U.S. Polo Assn.

Bringing an international brand into a new market.

Brand Strategy · Market Entry · Retail Experience

Vodafone @ OMR

Bringing brands into meaningful experiences.

Brand Experience · Event Communication · Project Leadership

Volksbank Lennestadt

Connecting people through meaningful change.

Change Communication · Employer Branding · Brand Culture

Tales from a Neo Collective Future

Connecting art, design and technology in the House of BMW.

Brand Experience · Event · Project Management

05 / WHAT I BELIEVE

I don’t believe in brandsthat only look good.I believe in brandsthat mean something.

In conviction that shapes decisions. In strategy that gives orientation. In creativity that opens up new perspectives. And in change that does not stop at concepts.

Because a brand is not created on a strategy paper alone. It is created through people, decisions, experiences and consistent action.

BECAUSE MEANING MATTERS. AND IMPACT DOES, TOO.
06 / PERSPECTIVES

Ideas worth exploring.

All perspectives
Steffi Werner, Brand & Transformation Strategist
07 / ABOUT

Strategy is personal.

I am Steffi Werner. Brand and transformation strategist, creative thinker and entrepreneur. For more than 25 years, I have been connecting strategic brand development, communication, creativity and complex project work.

What drives me is the question of how identity emerges and how ideas become lasting change.

More about me
08 / BEYOND DISCIPLINES

Thinking beyond disciplines.

markenglanz

BRAND CONSULTING & CREATION

The existing consultancy and brand-development business connected with my work as an entrepreneur.

Pessa™

STRATEGIC BRAND INTELLIGENCE

An independent systems brand for strategic brand intelligence and new, AI-oriented perspectives.

Common Codes

SENIOR BRAND MANAGEMENT · DIGITAL IDENTITY

As Senior Brand Manager, I shape and develop the brand architecture and brand leadership of Common Codes. This includes the programme and product brands d-you, EUDI Wallet DE, EUDI Check DE and EUDI Hub DE, along with their consistent communication and activation.

her-art.design

AI ART · SOUND · VISUAL WORLDS

An experimental art and creative project at the intersection of artificial intelligence, sound, visual worlds and digital formats such as Instagram.

IHK Berlin

EXAMINATION · CREATIVE EDUCATION

As an examiner at IHK Berlin, I contribute to the qualification and assessment of emerging professionals in the creative and media industry.

NEXT CHAPTER

Let’s make it matter.

Are you facing a strategic challenge, a new brand task or a complex change initiative? Let’s talk about what is possible.

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